A dynamic company is caught on film in a dynamic way
Creation Ground Media delivered a quality production that showed what we were really all about
— Colin Morales, Vice President
Worldwide Customer Service
Intuitive Surgical, Inc.
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Intuitive Surgical designs and builds the da Vinci Surgical System, the breakthrough platform for robotically assisted minimally invasive surgery. Surgical robotics was little more than a medical curiosity until 1999, the year Intuitive Surgical introduced the da Vinci® Surgical System. Today, Intuitive Surgical is the global leader in the rapidly emerging field of robotic-assisted minimally invasive surgery. Since its inception, the company has consistently provided surgeons and hospitals with the tools needed to improve clinical outcomes and to help patients return to active and productive lives.
Situation
The Intuitive Surgical Worldwide Customer Service Group was preparing for their annual all hands offsite meeting. The company was experiencing financial success and rapid growth. Their leadership attributed this to the patient-outcome-centric core value system, the patients being their customers' customers. There was a concern that if the culture shifted in a let's-go-for-the-money direction, they would ultimately lose the market they had created.
Creation Ground Media Brings the Real Deal
Intuitive Surgical management felt the video needed to be a genuine look into the heart of the company, as opposed to a pumped up sales pitch. Creation Ground Media was brought in to develop the video in a short amount of time. The video needed to underscore the inherent values that had brought the company success and be compelling in a running time of only 5 minutes for an early morning crowd. Creation Ground Media filmed Customer Service team members, as well as Lonnie M. Smith, Chairman of the Board & CEO and Gary S. Guthart, Ph.D. President & COO. Both Lonnie and Gary have an authentic, compelling presence, and their discussions directly addressed the company values and culture.
Using a documentary approach, the script was developed concurrently with the video and graphical assets. Extra time and effort were needed to deal with the larger amount of information during editing, but the look is fresh and inviting. With the short time frame Creation Ground Media did most of the script development and editing on site. This allowed even richer communication with the client and better collaboration.
Result
The project was delivered on time and on budget, but most importantly conveyed authentic, meaningful messaging. The client was thrilled and not only used the video at the Worldwide Customer Service meeting, but also afterwards at several internal meetings and on their website.
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